Several news reports lately have highlighted how industrious consumers are tinkering with the junk in their garages in the hopes that they can invent the next hot new product, or at the very least, a better mouse trap. While we’re waiting for these breakthrough successes, Mintel is tracking what it believes will be the hot trends in consumer packaged goods (CPG) for 2010. Mintel analysts say that next year's best sellers will be modifications of existing products. Lynn Dornblaser, Mintel’s leading new products expert, notes “[o]n retail store shelves, we expect today’s familiar megatrends–health and wellness, convenience, sustainability–to get a fresh, new makeover for 2010.”
Here are some of the trends manufacturers are expected to use for new product launches:
- Improved packaging text: In response to consumer complaints about the current text overload regarding nutritional information, more manufacturers will present ‘clean clear facts’ about what a product contains.
- Sodium reduction: Linked to high blood pressure and other health products, sodium consumption is expected to come under a microscope. Food companies are expected to launch more varieties of products with lower sodium levels.
- Local products: While consumers have an interest in buying local products, manufacturers can only deliver to a certain extent. To keep consumers happy, manufacturers will attempt to expand the definition of local. For example, made in the U.S.A. could qualify as local when compared to imported products.
- Gen Y: As more members of the digital generation move into their own homes, they’ll be looking for cleaning products. Marketers will be emphasizing “simplicity of use and quick, easy results” when they promote new cleaning products.
Whether CPG manufacturers are targeting heads of families, older consumers or the digital generation, they’ll be launching new products in 2010 and marketing campaigns to go along with them.[Source: Consumer Packaged Goods Trend Predictions for 2010, Mintel, 11.17.09]